Green consumerism has increasingly received attention since the increased level of consumer awareness towards green products therefore, the aim of this paper had been to examine the influence of consumer perception of green products on green purchase intention. On the consumer's perception or attitude towards green products (eg, cox 2008 haytko and matulich 2008 d'souza and taghian 2005 d'souza et al 2007) and these studies were conducted not among malaysian consumers.
Journal of applied packaging research 32 research article preface api 2015 the effect of environment-friendly attitude on consumer perception of usability of product. In an attempt to explain consumer green purchase behaviour, previous studies have focused on describing the underlying values, attitude and behavioural intentions toward environmentally friendly products (foxall and pallister, 2002 vermeir and verbeke, 2006, wheale and hinton, 2007.
Results of regression analysis reveals the view that overall green values, awareness about green products and practices and the perception regarding seriousness of marketing companies towards green marketing had positive significant impact on consumer persuasion to buy and prefer green products over conventional products. Influence of consumer perception of green products on green purchase intention in this study, perception of green products was conceptualized as a multidimensional variable comprised of green corporate perception, eco-label, green advertising, green packaging, and green product value. The influence of consumer perception towards green advertising on green purchase intention consumer perception, green advertising, green purchase, purchase intention, green marketing etc to study consumer perception towards green advertising.
Green marketing tools, such as eco-label, eco-brand and environmental advertisement, will make perception easier and increase awareness of green products attributes and characteristics the consequence of this will guide consumers into purchasing environmentally friendly products.
Introduction this paper is about the effect of consumer perception on green purchase behaviour in iran the green purchasing is the meaning of green marketing or environmental marketing one of the most striking features of this marketing and these activities designed to generate and facilitate any exchanges intended to satisfy and meet the.